Marketing: Running with the Pack

Running with the Pack

Remember what the yuppies did for sales of Saab, Cuisinart, Rolex and Burberry raincoats when those products became their symbols? Now it is the turn of the sneaker. The young urban professionals have their own: Reebok, a pricey ($30 to $60), soft-leather shoe that comes in six colors and 40 styles, including a popular high-top model. Says Edward Hurley, an assistant manager at an Athlete's Foot store in New York City: "All other shoes have been forced to take a back seat to Reeboks. It's the season's hottest shoe." He sold 700 pairs last month.

Reeboks come from the unfashionable town...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!